Direct Mail’s Emotional B2B Power Play: 5 Ways It Boosts Engagement and ROI

When I sat down on the B2B Influence Podcast with Tedd Aurelius, Chief Marketing Officer at SG360°, one theme came through loud and clear: direct mail is making a power play in B2B marketing—and its impact is being felt more than ever.

For years, marketers have relied heavily on digital channels. But in today’s cluttered environment, a tangible piece of mail can cut through the noise in ways email and digital ads often can’t. Tedd shared how blending data-driven insights with creative storytelling allows brands to build not only awareness, but also emotional connections that drive measurable results.

Here are five insights from the conversation with Tedd--and from my own experience-- on how direct mail plays a critical role in modern B2B campaigns now:

1. Data-Driven Storytelling Sparks Emotional Resonance
Tedd emphasized that every campaign SG360° creates “begins and ends with data.” By layering firmographic and behavioral attributes with lifestyle insights—whether prospects are travelers, pet lovers, or sustainability-minded millennials—the creative team can craft messages that feel deeply personal and emotionally relevant.

This point resonated with me because emotion is often overlooked in B2B. Yet, a 2024 report shared on LinkedIn revealed that 66% of B2B purchase decisions are driven by emotion, and Salesforce’s State of the Connected Customer report states that 84% of buyers say the experience a vendor provides is as important as its products or services.

When you connect on that human level, you earn not just a sale, but trust and long-term loyalty.

2. Millennials Love Direct Mail (Yes, Really)
One of the most surprising insights about direct mail is that the age group that responds best to it isn’t baby boomers—it’s millennials. Why? Because they’re constantly immersed in digital interactions. A well-crafted, personalized mail piece feels fresh, tactile, and memorable.

Recent USPS research confirms this: 62% of millennials said they’ve visited a store after receiving direct mail, compared to 55% of Gen X and 52% of baby boomers. For B2B marketers, this is a game-changer. Millennials now make up 73% of all B2B buyers, LinkedIn reports. If you want to reach the decision-makers of today—and tomorrow—direct mail belongs in your toolkit.

3. Integration with Digital Maximizes Impact
Another big theme from our discussion was the power of orchestrating direct mail with digital channels. For example, some brands send an email alerting recipients that a mail piece is on the way, while others retarget with social ads after the piece is delivered.

When the same story is carried across multiple touchpoints—direct mail, email, social, programmatic—the cumulative impact drives higher response rates.

4. Direct Mail Delivers Measurable ROI
Marketers are under constant pressure to prove ROI. Direct mail excels here because of its trackability. With tactics like personalized URLs, QR codes, coupon cards, or matchback reporting to CRM data, you can tie a specific piece directly to a sale.

As Tedd explained, this one-to-one visibility is a sharp contrast to the “dotted line” attribution of TV, display, or even some social campaigns. That ability to measure impact makes direct mail not just a creative play, but a performance channel.

And the numbers back it up.  According to SG360°, direct mail boasts a 10% higher conversion rate than all other marketing channels, and studies have shown that it is capable of delivering a remarkable 161% ROI.

5. From Transactions to Relationships
Finally, Tedd highlighted that direct mail is uniquely positioned to help brands shift from transactional messaging to relationship-building. When done right, a thoughtful, personalized mail piece doesn’t just drive a one-time purchase—it moves your brand into the realm of preference.

This aligns with what we see at OMI. As more buyers prioritize values like sustainability, community, and social impact, campaigns that demonstrate a brand’s commitment in these areas resonate even more strongly. Direct mail, as a physical touchpoint, can embody these values in ways a fleeting digital ad cannot.

At OMI, we see direct mail as not only a power play but also as a natural complement to omni-channel strategies. With high-quality audience data and precision targeting, marketers can ensure their mail pieces land in the hands of the right decision-makers—then reinforce those touchpoints across digital, social, CTV, and more. 

Reach out to us at request@outwardmedia.com to arrange a conversation about precision audience building for direct mail and other channels, along with intent data and more.